Introduction

Bombora is a leading provider of B2B intent data, helping businesses identify which companies are actively researching products and services relevant to their offerings. By tracking content consumption across a vast network of B2B websites, Bombora’s data allows sales and marketing teams to prioritize their efforts, personalize outreach, and improve the effectiveness of their campaigns, moving beyond traditional firmographics to provide real-time insights into buyer intent.

Key Features

• Company Surge® Data: Bombora’s proprietary technology identifies when a company’s consumption of specific B2B topics increases significantly above its baseline, signaling active interest and potential buying intent.
• Topic Taxonomy: An extensive and granular library of thousands of B2B topics, allowing businesses to track interest in highly specific areas relevant to their products or services.
• Data Co-operative: Built on a unique data co-operative of thousands of B2B websites and publishers, providing a broad and deep view of B2B research activity across the internet.
• Integration Capabilities: Seamlessly integrates with popular CRMs (e.g., Salesforce), marketing automation platforms (e.g., HubSpot, Marketo), ABM platforms, and advertising platforms, enabling data activation across the entire tech stack.
• Audience Solutions: Helps create highly targeted audiences for programmatic advertising campaigns based on company-level intent signals.
• Sales Enablement: Provides actionable insights directly to sales teams, helping them prioritize accounts, personalize messaging, and engage prospects at the opportune moment.

Pros

• High Accuracy and Uniqueness: Bombora’s data co-op provides unique insights that are not available from other sources, leading to highly accurate intent signals.
• Actionable Insights: The data is designed to be immediately actionable for both sales and marketing, improving targeting and personalization.
• Improved ROI: By focusing efforts on companies actively in-market, businesses can significantly improve the return on investment for their marketing and sales initiatives.
• Enhanced Sales Productivity: Sales teams can prioritize their outreach to accounts that are most likely to convert, reducing wasted effort and increasing conversion rates.
• Comprehensive Integrations: Strong integration ecosystem allows the data to power various tools across the GTM stack.
• Uncovers Dark Funnel Activity: Helps identify potential buyers who might be researching solutions without directly engaging a vendor yet.

Cons

• Cost: Bombora is an enterprise-grade solution, and its pricing can be substantial, making it a significant investment for smaller businesses or startups.
• Complexity: Fully leveraging Bombora’s capabilities often requires a deep understanding of B2B marketing and sales strategies, as well as robust internal processes to act on the data.
• Data Volume for Niche Markets: While broad, the relevance and depth of intent data might vary for extremely niche or nascent B2B markets if there aren’t enough participants in the co-op covering those specific topics.
• Implementation Time: Integrating and setting up Bombora to extract maximum value can take time and resources.
• Company-Level Focus: Primarily provides company-level intent, not individual buyer intent, though it informs strategies for engaging individuals within those companies.

Pricing

Bombora’s pricing is not publicly disclosed on its website, which is typical for enterprise B2B SaaS solutions of this nature. Pricing is generally subscription-based and customized for each client based on factors such as:

• The scope of data needed (e.g., number of topics tracked, geographic regions).
• The specific products or solutions purchased (e.g., Company Surge, Audience Solutions).
• The number of users or integrations required.
• Contract length, typically annual or multi-year agreements.

Prospective clients are required to contact Bombora’s sales team directly for a personalized quote and a demonstration of how the solution can meet their specific business needs. This ensures that the pricing reflects the unique value and scale of services provided to each organization.